GM's ad cuts signal shift from mass-media

02/11/2007 | Advertising Age (tiered subscription model)

Whether GM cut ad spending by more than $600 million last year, as calculated by TNS Media Intelligence, or by nearly $300 million, according to its own figures, the drop is representative of a major shift in marketing. Companies are moving away from mass-media marketing and emphasizing direct marketing, branded entertainment strategies and online marketing.

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